With vaccinations ramping up and theaters in major markets like Los Angeles and New York City slowly opening, a true return of movie-going in the United States may soon be upon us. That being said, much of the focus for movie studios remains on streaming and “right now, films are back in theaters with significantly lowered expectations,” according to Glenn Ginsburg, svp of global partnerships with QYOU Media. In January 2021, movie studios spent $49.8 million on traditional media compared to $201.4 million in January 2020, according to Kantar. It’s unclear how much studios will spend on media in 2021. Read more below. Other things to know about | | |
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| Top Stories |  | | Ivy Liu |
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| Brands in Culture | | | | Some agency execs, who work with major movie studios, are bullish about a return to theaters as well as a resurgence of marketing of the theatrical experience. | | |
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howdy! | Life Beyond the Cookie | | | | Some publishers say adding any new ID tech could create problems by slowing down site load times, and others say they have ways to test to prevent that. | | |
| Sponsored by sticky.io & Kount | | | | Only 9% of industry professionals are confident that their fraud prevention strategies are very effective. Download this new report from Modern Retail, sticky.io & Kount to learn why. | | |
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howdy! | Life Beyond the Cookie | | | | Watch and learn how new identifier economy will work after Google removes support for third-party cookies. | | |
| Sponsored by AdColony | | | | To better reach digital-first consumers during months of quarantine, marketers optimized their in-app engagement strategies. | | |
howdy! | Marketing on Platforms | | | | CarsonDoyle is an agency built by Gen Zers and is pitching clients on working with them to authentically connect with their generation. | | |
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| Sponsored by InMobi | | | | Strong supply path strategies not only help buyers remove resellers from the equation — lowering costs — but they also help identify high-ROI in-app opportunities. | | |
howdy! | Equality and Opportunity | | | | Women’s sports still struggles to grab the attention of advertisers, but audiences are growing and some in sports media are shining a light on opportunities in this space. | | |
howdy! | Content & Commerce | | | | Rather than launch a shop page or an online marketplace adjacent to its homepage, BDG is giving all of its content the ability to become shoppable. | | |
| Publishing in the Platform Era | | | | March Madness and NBA All Stars mark the perfect occasions for Turner Sports to try and engage both younger- and female-skewing audiences. |
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